The Automobile Association has appointed M&C Saatchi to handle its
£10m advertising account with a brief to revolutionise the brand
over the next 12 months.
M&C will be responsible for helping the Centrica-owned company achieve
its ambition of becoming a complete provider of services to
The agency will work alongside ehsrealtime and Rapier, which have been
hired to oversee the AA's estimated £30m direct marketing
business, focusing on membership recruitment and building relationships
Earlier this month, the AA signed a £4m deal with Inchcape to sell
cars online, its first step into vehicle retailing.
The move is indicative of Centrica's plans to make the AA brand more
relevant to motorists, and will be followed by the launch of a number of
mobile-based services aimed at leveraging the AA's massive information
The AA's marketing is headed by Clare Salmon, its director, customer and
brand management. Salmon took on the role in October following a
restructure of the marketing functions for the AA and British Gas.
She was previously marketing director for home and road services, and
looks after AA insurance services and driving schools as well as the
breakdown recovery business.
The AA's decision to review agencies brought to an end its seven-year
relationship with HHCL and Partners (Marketing, August 9). The search
was handled by The Haystack Group. TBWA/ London, Ogilvy & Mather and
Lowe Lintas also pitched.